About
Meet the basers
Joshua uses design to make meaning move. He believes bold, unifying ideas can bridge cultures, spark connection, and drive positive change.
He’s drawn to work that lives in the middle – between art and strategy, intuition and intent – where pop meets purpose. His process is shaped by cultural diversity, collaboration, and a deep love of discovery. To him, storytelling and world-building aren’t trends; they’re tools for shaping tomorrow.
An entrepreneur at heart, Joshua co-founded Rice with Chí-An in 2011: building lasting relationships with brands he believes in, helping them grow across cultures and make ideas travel. That spirit now lives on as BaseSGN, where Joshua leads as Partner & Executive Creative Director. He leads with curiosity and care, challenging what’s expected to build what lasts: creative, connected, and made for better futures.
